Pengaruh Atmosfer Toko dan Kualitas Pelayanan Terhadap Keputusan Pembelian dengan Variasi Produk Sebagai Variabel Moderasi  : Studi Kasus Toko Baju 3 Saudara di Kabupaten Tangerang

Astri Hamidatul Asma; Asep Ferry Bastian; Bagus Manunggal

doi:10.59603/masman.v3i3.985

Authors

Astri Hamidatul Asma Universitas Islam Syekh Yusuf Tangerang
Asep Ferry Bastian Universitas Islam Syekh Yusuf Tangerang
Bagus Manunggal Universitas Islam Syekh Yusuf Tangerang

DOI:

https://doi.org/10.59603/masman.v3i3.985

Keywords:

Moderating Variables, Product Variety, Purchase Decisions, Service Quality, Store Atmosphere

Abstract

The current business world is developing in a fast and dynamic global economic environment, creating new challenges for business actors. In the marketing sector, this condition is characterized by increasingly fierce competition. Companies are required to adapt to diverse consumer preferences and needs. In the marketing process, several factors influence purchasing decisions, including store atmosphere, service quality, and product variety. This study aims to analyze the influence of store atmosphere and service quality on purchasing decisions, with product variety as a moderating variable. This study was conducted at the 3 Saudara Clothing Store in Tangerang Regency. The research population was all store visitors, with a sample of 155 respondents obtained using non-probability sampling techniques, specifically accidental sampling. Data collection was carried out through questionnaires, while data analysis used SmartPLS software version 4.0. The results of the study show: (1) Store atmosphere has a significant effect on purchasing decisions; (2) Service quality has a significant effect on purchasing decisions; (3) Product variety moderates the relationship between store atmosphere and purchasing decisions; and (4) Product variety moderates the relationship between service quality and purchasing decisions. These findings indicate that store atmosphere and service quality play a significant role in driving purchasing decisions, and this influence can be amplified through product diversity. Therefore, maintaining a comfortable and attractive store environment, improving service quality, and providing a wide product variety are important strategies for retail stores in facing increasingly competitive markets.

References

A., & Idris, R. (2022). Impact of store atmosphere on customer loyalty through perceived quality and satisfaction: An evidence from boutique industry in Tarakan. Petra International Journal of Business Studies, 5(2), 186–197. https://doi.org/10.9744/ijbs.5.2.186-197

Adi, A. (2025, Januari 2). Daftar minat belanja selain kebutuhan pokok. Databoks Katadata. https://databoks.katadata.co.id/produkkonsumen/statistik/67766ef32a4e8/daftar-minat-belanja-milenial-selain-kebutuhan-pokok

Aisyah, S., Anwar, C., Satmoko, N. D., Sutrisno, & Nuryanto, U. W. (2023a). Role of product quality and store atmosphere on purchase decision of clothing product Vintage Vibes. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(1), 172–178. https://doi.org/10.35870/jemsi.v9i1.915

Aisyah, S., Anwar, C., Satmoko, N. D., Sutrisno, & Nuryanto, U. W. (2023b). Role of product quality and store atmosphere on purchase decision of clothing product Vintage Vibes. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(1), 172–178. https://doi.org/10.35870/jemsi.v9i1.915

Ardiprawiro. (2023). The influence of price and product variety on purchasing decisions for Mountea. IJME Journal, 2(2). https://doi.org/10.56127/ijme.v2i2.745

Astuti, H. J. (2012). Analisis kepuasan konsumen (Servqual model dan important performance analysis model). Media Ekonomi Universitas Muhammadiyah Purwokerto, 7(1), 29587.

Azizah, A., & Ulum, K. (2023). Analisis brand awareness produk coklat Silverqueen di kalangan mahasiswa UBSI Cikarang. Akrab Juara, 8(2). https://doi.org/10.58487/akrabjuara.v8i2.2085

Ellitan, L., & Suhartatik, A. (2023). Increasing repurchase intention through product quality, service quality, and customer satisfaction. International Journal of Research. https://doi.org/10.30588/jmp.v12i1.1022

Fadilla, Z., Muhammad, P., Zaini, M., & Lawang, K. A. (2023). Metodologi penelitian kuantitatif. https://www.researchgate.net/publication/370561251

Faria, S., Carvalho, J. M. S., & Vale, V. T. (2022). Service quality and store design in retail competitiveness. International Journal of Retail & Distribution Management, 50(13), 184–199. https://doi.org/10.1108/IJRDM-01-2022-0005

Ilhami, M. D., & Sari, L. D. (2024). The influence of store atmosphere and service quality on consumer purchasing decisions at Allbaik Chicken Sawah Lebar Bengkulu City. Jurnal Bisnis Strategi, 33(2), 94–99. https://doi.org/10.14710/jbs.33.2.94-99

Kusumowidagdo, A. (2012). Pengaruh desain atmosfer toko terhadap perilaku belanja: Studi atas pengaruh gender terhadap respon pengunjung toko. International Research Journal of Business Studies, 3(1).

Margaretha, D. W., Lidiawan, A. R., & Putro, D. R. (2025). Pengaruh variasi produk dan kualitas layanan terhadap kepuasan konsumen pada Kedai Kopi Tilik Sawah Kota Kediri. Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis, 4(2), 334–347. https://doi.org/10.55606/jupsim.v4i2.4218

Mowar, A. (2022). Marketing management. Blue Rose Publishers. https://books.google.co.id/books?id=Loyzeaaaqbaj&lpg=pp1&hl=id&pg=pa1#v=onepage&q&f=false

Sari, M. D. (2023). Perilaku konsumen. Uwais Inspirasi Indonesia.